文章基本信息

标题：Impact of colors on advertisement and packaging on buying behavior
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作者：Tabinda Seher Muhammad Arshad Shaheer Ellahi ; Maryam Shahid
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2012
卷号：2
期号：6
页码：2085-2096
DOI：10.5267/j.msl.2012.06.011
出版社：Growing Science
摘要：Purpose of this research paper is to find out relationship between varying color scheming in advertising and buying behavior. Data for this purpose were collected from 200 people through questionnaire. Results indicated that buying behavior is greatly influenced by color scheming of a product and its advertisement. Strategies discussing how to enhance color scheming of product and use of colors in ads are also discussed.
关键词：Advertisement; Packing; Buying behavior; Colors selection; Marketing